Design now has a strategic role, not just a tactical one

Over the next few years you will find that your conversations with designers start with more challenge, and continue with more ease.
That’s because design practitioners are wising up. They’re asking strategic questions even to the point of discomfort, and nurturing their client relationships once an effective partnership is in place. They’re collaborating with each other, as well as with you; they’re focusing on outcomes, not just aesthetics.
This solution-mindedness and